A three-year, multimillion dollar sports sponsorship deal has been signed between the SFX Sports Group and Wrenchead.com, a leading online automotive parts retailer based in White Plains, New York. SFX has extensive Broadway and theatrical interests.

A three-year, multimillion dollar sports sponsorship deal has been signed between the SFX Sports Group and Wrenchead.com, a leading online automotive parts retailer based in White Plains, New York. SFX has extensive Broadway and theatrical interests.

In the sports world, the deal means that the Monster Jam series, a popular monster truck racing tour, will now be called Wrenchead.com Monster Jam, giving the SFX sponsor exposure before millions of event attendees.

Originally produced by PACE Motor Sports, now an SFX company, the truck racing event has been sanctioned by the United States Hot Rod Association since its inception in 1974.

The deal is significant to Broadway and theatre interests because it positively affects the parent company for SFX Sports Group, SFX Entertainment.

Overall, SFX develops and manages touring Broadway shows, and sells Broadway subscription series and individual productions in 55 markets. Quick to point out its broad resources in entertainment and sports, SFX says it is an integrated franchise that promotes and produces a broad variety of live entertainment events locally, regionally and nationally. SFX has 120 venues overall, and owns or operates venues in 31 of the top 50 domestic markets. Last week, SFX announced a three-year deal with Anheuser-Busch making Budweiser a key sponsor for SFX concert events. The Wrenchead.com deal is SFX's second major sponsorship announcement in as many weeks. Both deals come after SFX reported that its 2000 goals would be closely tied to sponsorship deals.

As the Monster Jam sponsor, Wrenchead.com will now benefit from the annual multimillion dollar print and broadcast ad campaigns, banners, signage and video clips produced in connection with the truck racing events. On-site promotions and trials of the Wrenchead.com website are also planned, according to an SFX paper statement.

SFX said that The Nashville Network (TNN) will dedicate more than 100 hours of programming to Monster Jam coverage and that the Monster Jam World Finals will be televised for the first time ever, on Pay-Per View, from Sam Boyd Silver Bowl in Las Vegas.

Wrenchead.com chief executive officer Gus Conrades described the sponsorship deal as "an ideal opportunity to build brand awareness in front of millions of people who fall within our target demographics.'' Non-competitive local sponsors will continue to be associated with the Monster Jam event.